value, trust and engagement in an era of social entertainment

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1 Value, Engagement and Trust in the era of Social Entertainment 25 th May 2011 SocialEnt

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Edelman UK's Digital Entertainment, Rights and Technology team reveal the fifth annual survey looking at "Value, Engagement and Trust in the Era of Social Entertainment."

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Page 1: Value, Trust and Engagement in an era of Social Entertainment

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Value, Engagement and Trustin the era of Social Entertainment 25th May 2011

#SocialEnt

Page 2: Value, Trust and Engagement in an era of Social Entertainment

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Today’s panel

Gail BeckerPresident of West

Coast RegionEdelman

Jon Hargreaves MD Technology,

EuropeEdelman

Matthew HawnVice President,

ProductLast.FM

Emma Barnett Digital Media

Editor Daily Telegraph

Simon Nelson Digital Business

&Strategy Advisor

@Naked_Pheasant @gailfbecker @jukevox @Emmabarnett @urbangenie

#SocialEnt

Page 3: Value, Trust and Engagement in an era of Social Entertainment

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What makes entertainment social?

The key is in the sharing […]A few years ago it would have been

rude to be on your laptop whilst watching a movie with

friends....now it's part of that social experience

Page 4: Value, Trust and Engagement in an era of Social Entertainment

4Results from Edelman Trust Barometer A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST

businesses in each of the following industries to do what is right. Again, please use a nine-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in the UK

2009

1. Technology 63%

2. Health care industry 59%

3. Food 57%

4. Biotech/life sciences 52%

5. Entertainment 52%

6. Automotive 48%

7. Retail 47%

8. Pharmaceuticals 46%

9. Consumer packaged goods manufacturers 41%

10. Banks 32%

11. Insurance 31%

12. Energy 30%

13. Media companies 24%

2010

1. Technology 75%

2. Health care industry 70%

3. Food 60%

4. Retail 60%

5. Entertainment 58%

6. Pharmaceuticals 55%

7. Automotive 54%

8. Biotech 49%

9. Consumer packaged goods manufacturers 48%

10. Energy 44%

11. Insurance 30%

12. Media companies 27%

13. Banks 25%

2011

1. Technology 73%

2. Food and beverage 67%

3. Entertainment 59%

4. Retail 56%

5. Brewing and spirits 53%

6. Automotive 53%

7. Telecommunications 52%

8. OTC personal health care products 50%

9. Pharmaceuticals 50%

10. Biotech 44%

11. Consumer packaged goods 42%

12. Energy 34%

13. Insurance 23%

14. Media 21%

15. Financial services 20%

16. Banks 16%

Trust in Industries among the informed publics audience – UK

2008

1. Technology 69%

2. Health care industry 58%

3. Biotech/life sciences 52%

4. Entertainment 50%

5. Retail 50%

6. Pharmaceuticals 48%

7. Automotive 47%

8. Energy 47%

9. Banks 46%

10. Consumer packaged goods manufacturers 42%

11. Media companies 33%

12. Insurance 31%

Entertainment Ranks as 3rd most Trusted Industry in 2011; Tech remains at the Top, Media Ranks at the Bottom

Page 5: Value, Trust and Engagement in an era of Social Entertainment

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Methodology

• Methodology: Custom Online Survey

• Target audience: Adults ages 18 - 54

• Geographies: US & UK markets

• Sample Sizes & Field dates:– US: 517 respondents surveyed from

February 22 – 24, 2011– UK: 504 respondents surveyed from

February 24 – 27, 2011 ?5

Page 6: Value, Trust and Engagement in an era of Social Entertainment

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Current Behaviours

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57%

30%12%

49%

24%7%

UK 2010

UK 2011

TV INTERNET FILM

The internet continues as second most often turned to source of entertainment in UK

Q5. What source of entertainment do you turn to most often? [select one]Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54

*NOTE: 2011 Internet/Web data was calculated using the sum of data points for Internet – news/information, Internet – download/stream movies, Social network, Online streaming music service, and Video game on social network for comparison with 2010 data

Page 8: Value, Trust and Engagement in an era of Social Entertainment

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Don’t know No Yes

8%

61%

31%

10%

45% 45%

10%

31%

59%

10%

45% 45%

45-54 30-44 18-29 Total

Nearly half in UK consider social networking sites a form of entertainment

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)

Q18. Do you consider social networking sites to be a form of entertainment?

9.5% 45.5% 45%

Page 9: Value, Trust and Engagement in an era of Social Entertainment

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Television Movies Internet Social Media Music Video Games

23%

30%

63%

40%

23%

16%

26% 24%

56%

49%

27%

15%

UK US

Respondents spending increased time with the internet and social media for their entertainment

Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment?

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)

Page 10: Value, Trust and Engagement in an era of Social Entertainment

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Laptop My Home / Work

Computer

Mobile Phone

DVR MP3 Player Television

59%53%

49%

38%

26% 25%

53% 52% 52%

36%

29% 29%

Percentage of people spending “More Time”

UK US

More time being spent across multiple devices. Audience attention is divided across screens.

Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)

Page 11: Value, Trust and Engagement in an era of Social Entertainment

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I like being able to interact with entertainment such as being able to vote for my favorite contestants on reality TV or music talent shows

I would like to see entertainment provide me with the ability to interact real-time with the content

I would like to use social networks such as Facebook to interact with entertainment

I would like to use my mobile phone or device to interact with entertainment

I would like to use my computer to access additional online content related to my entertainment

23%

30%

25%

29%

52%

27%

28%

30%

31%

52%

UK

US

Consumers are interested in additional content that is connected across platforms

Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the following statements?

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)

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Entertainment value

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30%

26%24% 23%

19%

23%

31%

18%

14%11% 11%

13%

2010 2011UK Entertainment Sources: Providing Value % Providing “Very Good” or “Excellent” Value

Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54;

Perception of value provided by entertainment sources has dropped, but social networks remain steady

Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value?

Page 14: Value, Trust and Engagement in an era of Social Entertainment

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Free or paid?

Page 15: Value, Trust and Engagement in an era of Social Entertainment

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My personal enjoyment of the entertainment

Excellent visual or sound quality of the entertainment

Being able to purchase the entertainment easily

The hours of enjoyment the entertainment will provide

Being able to access the entertainment immediately

89%

87%

76%

78%

73%

81%

78%

76%

78%

73%

UK 2010

UK 2011

Personal enjoyment and quality are now even more important as UK purchase drivers

Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you

are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not at all important?

Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54

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Popularity of the entertainment

Having unrestricted ability to share or make copies of the entertainment legally

Being one of the first to have new entertainment

The number of devices with which I can access the entertainment

29%

34%

14%

47%

51%

49%

40%

59%

UK 2010

UK 2011

Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following things to you, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not at all important?

Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54

Being one of the first to have new entertainment has dropped dramatically in importance

Page 17: Value, Trust and Engagement in an era of Social Entertainment

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None of the above

Privacy of my personal information

Visual or sound quality of the entertainment

The ability to access the entertainment on the device of my choice

The ability to access the entertainment on multiple devices

The ability to share the entertainment

Advertisement-free entertainment

11%

8%

10%

25%

42%

50%

53%

20%

11%

10%

20%

32%

35%

44%

UK 2010UK 2011

Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free?

Base: UK respondents. 2011: (n=504) respondents ages 18-54; 2010: (n=552) respondents ages 18-54

What are consumers willing to sacrifice for free entertainment?

More UK respondents are willing to sacrifice sharing to get free entertainment; but won’t compromise on privacy

Page 18: Value, Trust and Engagement in an era of Social Entertainment

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Very negatively Somewhat nega-tively

Neither positively nor negatively

Somewhat posi-tively

Very positively

49%

35%

12%3% 1%

56%

32%

10%2% 1%

UK USImpact of moving from free to paid/subscriptionmodels for entertainment

Overwhelmingly the move from free to paid/subscription models is received negatively

Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact your feelings toward those companies?

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)

Page 19: Value, Trust and Engagement in an era of Social Entertainment

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So what does this tell us?

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TV broadcast companies and movie studios are top of mind in UK entertainment

Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of.Base: UK respondents (n=504)

Top of Mind Entertainment Companies (by Category)

*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.

Page 21: Value, Trust and Engagement in an era of Social Entertainment

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Entertainment companies must embrace the three points of attention

Entertainment Content

Technological Device

Social Conversation

Social Entertainment

Page 22: Value, Trust and Engagement in an era of Social Entertainment

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Thanks

#SocialEnt

www.thenakedpheasant.wordpress.com